Launched in 1987, the Melbourne International Comedy Festival has grown into the world's largest dedicated comedy festival. In 2024, the Festival hosted over 800 performers across more than 180 stages in over 130 venues.
For an event of this size, at its peak coverage garnering more than 1300 mentions in a day across Online, TV, Print, Radio, and Influencer Social, the Festival team needed support to track coverage and measure the Festival's editorial reach. Driven by the need for comprehensive media monitoring capabilities, their PR team sought a solution that could provide realtime insights and streamline PR efforts effectively.
Thanks to the Festival team, we’re able to share a case study with their own words on how they utilised Streem’s platform for advanced media monitoring for event management, media engagement, and strategic communications.
Why Melbourne Comedy Festival Chose Streem
The decision to implement Streem stemmed from the Festival’s quest for a reliable, integrated media monitoring solution. According to the team, "Streem’s onboarding process included dedicated training with our team and platform setup, enabling us to jump straight into effectively using the tool from day one. As a small and busy team in full swing working up to a major Festival, we greatly appreciated the dedicated training and how intuitive (and comprehensive) the platform was to use."
Streem's features such as realtime monitoring, comprehensive coverage, and data-driven analytics stood out, offering MICF a competitive edge in managing its media presence efficiently.
How Melbourne Comedy Festival Used Streem
During the duration of the event, the Festival leveraged Streem to monitor media mentions, track specific artists, and analyse audience engagement across multiple channels. The platform's intuitive dashboard and customisable reporting tools allowed the Festival to stay agile and proactive in their PR activities.
"We found Streem to be a great one-stop shop for managing all media monitoring needs during the festival. The platform's ease of use and breadth of coverage across both traditional and social media saved us valuable time and helped us deliver impactful results," shared a member of the Festival team.
Instant Insights & Reporting:
Streem’s Instant Insights Dashboard, with over 30 customisable charts, allows PR teams to track, measure, and visualise their media data instantly.
“The interface was visual and engaging, making it easy to use and jump on board with. The different filter functions meant we could really curate reports based on the specific needs of the business.”
“We used the Instant Insights tool to generate Excel reports to track all of our media coverage across the Festival. It was really helpful to be able to use the different filter functions enabling us to focus on capturing specific insights and media types.”
“We downloaded Instant Insights PDF reports on individual comics to send to their agents, which was a great way of updating them on coverage, rather than having to do this manually.”
Media Engagement:
“The platform not only assisted us in monitoring our publicity campaign and seeing our total audience reach, but also helped us to identify the leading journalists covering the festival and the types of stories they like to write about. Similarly, identifying the leading sources supporting us and being able to compare different angles each outlet might take and how they spin a story.”
“The knowledge was great for us to have internally when considering how we pitch and who we pitch to. The Instant Insights platform also helped us identify gaps in certain areas that might have been lacking in coverage - for example, if we still needed to secure coverage for certain events or performers.”
Results
Streem was honoured to be able to assist the Melbourne International Comedy Festival team with the comprehensive media monitoring they were after. By leveraging Streem’s capabilities, the Festival not only addressed time-consuming challenges in sifting through thousands of mentions, to get ahead of their media visibility, engagement, and strategic alignment across its largest festival to date.
To learn how Streem’s realtime media monitoring platform can enable your organisation to monitor and manage its news and media, get in touch with our team.